0455 – The ‘Level 2’ Read

2022.03.31 – 0455 – The ‘Level 2’ Read

Level 2 - Conversational

Style: More ‘articulate’ than 1 (below), but not too much more. It’s still a conversational ‘speak’, casual but more ‘chilled’ than ‘street’. Even though you need to sound like you’re having a conversation, you still have to read the actual scripted words, and that’s quite a feat.

You may, if the director allows, be allowed to play with pace and pause and include some authentic adlibs, an appropriate sigh, chuckle or a laugh. This voice is friendly and ‘young family’ but without being lazy and sloppy.

As I said above “a style that’s more personal and trustworthy. It’s more understated, heartfelt, real and credible. In fact, the kind of way you’d talk to a friend offering insight, experience and suggesting advice, rather than a ‘hard sell’.” It feels unplanned and more spontaneous.

It may also be a slower read to better connect the listener with the content, giving them time to absorb the message.

Level 2 and 3 are where most people talk most of the time. To the listener you will sound ‘someone like me’. The scripted words reflect how they are used by most people, and read in a way to engage a specific demographic: ‘real people’ talking to ‘real people’ with a sentence structure to closely resemble the rhythms of natural conversation.

Brand: Levels, 2,3 and 4 are the styles mainly used in explainer videos, e-learning and commercials: perhaps to people who have sought out the information and are already interested. Think everyday items such as mobile phones, pizza restaurants and washing powder. It’s often called ‘peer to peer’ read, because you sound like someone to whom you’re talking, someone who’ll buy the product or service. There’s a bit more emotion and less logic. It’s less directive and more subjective. 

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